The full version of this article was first published at: Top Five Things to Know When Considering Account Based Marketing
Allbound loves inviting guest authors to contribute to our Partner Sales Acceleration conversation, and today’s blog post is from Josh Wagner, Solution Consulting Director at LeadMD. Account Based Marketing (or Account Based Everything, if you subscribe to Jon Miller’s view of the world) is an industry hot topic. So hot that probably five of every ten conversations I have with clients revolve around ABM. The things we discuss most often are about what it takes to implement and execute a proper ABM strategy. Like most things, nothing worth doing is necessarily easy. The good news is, if done correctly, ABM is hands down worth the extra effort. Drawing from our most frequently asked questions, here are the top five things to keep top of mind when considering ABM: Understand what types of accounts buy your product or service. This may seem blatantly obvious, but we all make assumptions about our target and ideal accounts based on perceptions, or on what the executive and sales team tells us. Ultimately, however, reality lies in the data. First, take a look at what your data highlights about your best accounts. In most cases, your CRM is loaded with rich opportunity data that can be leveraged to learn about the organizations that actually buy (or don’t buy) your product or service. Know your buyer(s). This is simply an extension of understanding your ideal target accounts. Companies don’t sign a check, people do. More often than not, especially in the enterprise world where ABM…
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